Extract from article by Gabrielle Orum Hernandez
Law firms typically take longer than other business types to adopt new technology, but when they do, they often have long-term relationships with their vendors, perhaps even beyond the time when a given technology can actually bolster firm efficiency. For legal technology companies working with law firms, success seems to be less a matter of having the very best, most efficient product on the market, and more a matter of establishing networks and relationships with law firm leaders and consultants.
E-discovery automation software company CloudNine this week expanded its partner program, the CloudNine Alliance Partner Program, in hopes of expanding these relationship entryways into law firms and legal departments. The company is now offering compensation kickbacks and technology integration opportunities to three different classes of partners: technology partners, referral partners, and channel partners.
CloudNine CEO Brad Jenkins told Legaltech News that the partner program is an attempt to leverage some of the strong loyalties and connections that exist within the legal sphere by essentially paying to develop relationships. “Probably the biggest reason [for the partner program expansion] is we have found that in this industry it very much falls into relationship selling.”